Question NW2947 to the Minister of Tourism

Reply:

a) How has the One Global Brand Activation aligned the work of:

`I have been informed by South African Tourism that a number of global brand activations were delivered across various markets and platforms in collaboration with key stakeholders. Some of the key platforms that were activated include World Travel Market in London, ITB in Berlin, Arabian Travel Market in Dubai and BRICS Outreach programme in Nigeria.

(i) Brand SA in the international markets

Where the opportunity for collaboration exists, SA Tourism works with Brand SA for joint activations. For the period under review, the BRICS outreach platform presented an opportunity for collaboration with Brand SA and BRICS Business Council. The activation included a stakeholder engagement with both government and business counterparts in Nigeria to forge relations. Furthermore, the platform presented a leveraging opportunity to promote the BRICS Summit.

(ii) Provinces in the international markets and (iii) Municipalities in the international markets

In terms of collaboration with provinces and municipalities, the activations were delivered in a form of showcasing destination experiences at the strategic platforms abroad. This was done through exhibitions and further showcasing of SMMEs arts and crafts to enhance the destination showcase.

(b) What are the planned summer campaigns for the coming summer season in the Republic.

The Sho’t Left “Gimme Summer That Sho’t Left” summer campaign was launched in the Eastern Cape on 19 September 2023. The campaign creates a good platform to promote an inclusive South Africa as an appealing and must-experience tourism destination for both Domestic and International travellers while showcasing a wide variety of experiences including Hidden Gems, during the Festive season.

This is also an opportunity for South Africa to showcase how welcoming and inclusive we are to our Regional and International Tourists. Therefore, through this campaign, the Hub teams will leverage and showcase South Africa’s season readiness to welcome visitors in line with their insights for their respective markets.

Underpinning this campaign will be the rollout of the “Make Someone’s Day” initiative which is part of the overall Welcome Programme that drives inclusivity to mitigate unpleasant incidents. The Welcome Program seeks to inspire and educate South African tourism role players and ordinary South Africans to exceed tourist expectations.

The “Make Someone’s Day” campaign, is positioned to showcase and highlight the importance of trade in the tourism value chain. We create and sustain sector partnerships with the trade through information sharing, toolkit developments, training and fact sharing. Through these we developed inclusive Welcome Training modules to help our partners upskill their frontline service staff.

The main objectives of the campaign are as follows:

• To inspire South Africans to travel and spend more during this coming Festive Season.
• To invite and inspire travellers from outside of South Africa to choose to come visit

South Africa during the festive season and beyond

• To encourage South Africans to explore more provinces (Geographic Spread)
• To showcase the wide variety of tourism experiences on offer in South Africa for both

domestic and international travellers through engagements with the travel trade and

deals loaded on the South African Tourism trade platform.

• To ensure increased collaboration between SAT and Private Sector/Other Stakeholders
• To ensure the destination is inclusive, warm and welcoming to all travellers

The campaign, co-created with provinces and the private sector, will be rolled out across all media platforms including TV, Radio, Out of Home, digital and will be supported through activations in provinces. This deal driven campaign will run from 1 October 2023 to 14 January 2024.